New York Lottery's Powerball

What Kind of Rich Will You Be?

Info

When New York Lottery's Powerball doubled it's starting jackpots from $20 million to $40 million, winners would be the kind of rich where money was no object. The Lottery needed a campaign to help inspire the imaginations of New Yorkers and drive ticket sales.

After launching the "Yeah, that kind of rich." campaign, which included TV spots, photographic posters, and a typographic headline campaign, there was one thing missing: a digital element.

We wanted to stick to the formula of winners enjoying their usual passions, but in a much bigger way. So we created a series of 30 fictional magazines based on everyday hobbies and filled them with extraordinary cover stories and features. Users could connect to Facebook and populate the covers with their own name and photos, then share them via social media channels.